Men’s, women’s, and youth football in Australia unites under ‘A-Leagues’ brand

Australian football has revealed its new identity, with the men’s, women’s and youth leagues brought together under a unified “A-Leagues” banner.

Recasting the men’s and women’s elite competitions as partners at the top of the game, the A-Leagues will use football’s position as the country’s most inclusive sport to grow the game for everyone.

As part of the change, the A-Leagues will move to a unified social media channel for men’s and women’s football on Facebook, Instagram and TikTok in the coming months and will re-launch a new A-Leagues website, creating a single destination for fans of professional football in Australia and significantly increasing the profile and reach of women’s football.

The reveal of the new brand is the latest in a series of announcements since the A-Leagues took over the running of the professional game in December 2020, including: the expansion of the women’s league by three teams in two years; the launch of a new Club Championship to bring the men’s and women’s leagues closer together; and an historic Collective Bargaining Agreement to drive up standards and bring genuine equity to the game.

The A-Leagues will continue to showcase the best in emerging Australian talent, from leagues featuring unparalleled numbers of emerging stars - several of whom have already played central roles at the Olympics after making headlines on the domestic stage last season.

Danny Townsend, managing director, said the new A-Leagues brand has a simple idea at its core.

“It’s not men’s football, or women’s football, it’s just football,” he said. “We’re committed to growing the game in Australia - for everyone. That means delivering a world-class experience on and off the pitch and inspiring the next- generation of A-Leagues superstars to fulfil their highest potential. This is just the beginning of our ambitious, long- term vision for the growth of football in Australia.”

Ant Hearne, chief commercial officer, said:

“We know our fans live and breathe football so we want to create the best possible experience in the stadium, at home, on the move, through gaming or fashion or food - however fans want to connect with football, we will deliver.”

The new A-Leagues 2021-22 season will kick off on November 19 for A-League Men and December 3 for A-League Women.